The Brief

This story was originally published by Boyle Heights Beat on July 31, 2024, and is the first installment in a series on the efforts to explore East L.A. cityhood.

It’s not uncommon for people to refer to East L.A. as the "City of East L.A." After all, L.A. culture is heavily influenced by East Los Angeles, a region that is home to the historic 1968 Walkouts and where iconic films like Blood In, Blood Out and Stand and Deliver took place.

But East L.A., a region of nearly 120,000 who are mostly Latino, is not a city.

There is no mayor or city council making decisions for East L.A. residents. That’s because East L.A. is an unincorporated community within the county of Los Angeles.

The representative of East L.A. is county Supervisor Hilda Solis, whose district — in addition to East L.A. — includes portions of 20 other cities, as well as dozens of unincorporated communities and City of L.A. neighborhoods that encompass nearly 2 million residents. In East L.A., services like police, street maintenance, building and development, libraries and parks and recreation are deferred to the county.

Given the size of East L.A.’s population and its cultural significance, some residents would like to have more say when it comes to decision-making in the region. They want to know if East L.A. is getting an equitable share of county services. And, they’re calling on the county to be more transparent in how it spends on services across the region.

Efforts to incorporate East L.A. into a city have failed in the past, with one of the latest attempts failing in 2012 when the Local Agency Formation Commission for the County of Los Angeles found that the unincorporated area would not be able to financially sustain cityhood.

Most recently, state Assemblymember Wendy Carrillo — whose jurisdiction includes unincorporated East L.A. — introduced a bill to the state Legislature this spring that seeks to explore whether cityhood, or incorporation, is possible.

The bill, AB 2986, is moving forward, but not without opposition.

What is AB 2986?

The bill calls for a study exploring whether East L.A. has the tax base to be able to sustain itself as its own city or special district.

Introduced by Carrillo in March, the bill initially called for an 11-person task force — made up of stakeholders and residents appointed by the Local Agency Formation Commission for the County of Los Angeles (LAFCO) — to conduct this study. LAFCO, an independent agency that approves the formation of cities, in 2012 denied a proposed incorporation of East L.A.

Guadalupe Mural at La Milagrosa Market in East Los Angeles.

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Antonio Mejías-Rentas

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Boyle Heights Beat

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The bill, however, has since changed.

Now, instead of the LAFCO-appointed task force, the bill establishes the County of Los Angeles as the agency required to submit a feasibility study by March 2025 that analyzes if East L.A. has the fiscal viability to become a special district or city.

Carrillo has made it clear, the bill would not mandate cityhood. It would simply study the possibility of it.

“We want to see better representation,” Carrillo said at a community meeting in April. “I no longer want to hear what’s not feasible, I want to hear what’s possible.”

The bill, as it stands, would cost the county an estimated $14 million, according to a letter from L.A. County Chief Executive Officer Fesia Davenport.

Why did the bill change?

The bill changed after a number of amendments were made at a July 3 hearing of the state senate local government committee. The bill moved forward, as amended, with a 5-0 vote.

These amendments reflect language from two motions that Solis spearheaded and that the rest of the county supervisors unanimously approved in April and May. With these proposals, Solis, who opposes Carrillo’s bill, is saying the county can do this work without overreach from the state.

Wendy Carrillo and Kristie Hernandez at the listening session.

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Andrew Lopez

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Boyle Heights Beat

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Now, the proposed bill mandates the county to conduct the feasibility study, as well as give annual reports detailing services and investments in unincorporated communities with populations of over 10,000. The county would also produce campaigns informing unincorporated area residents about county services, projects and programs.

The latest developments have spurred confusion among some residents who are unsure what this means for the proposed legislation.

Some say the bill was “gutted,” after the LAFCO-established task force — which was to meet quarterly and incorporate “robust community engagement” — was removed to instead appoint the county to prepare the study.

Particularly confusing is the fact that both Solis and Carrillo have touted the amendments as a win, even as the supervisor continues to oppose the legislation.

Solis said that the latest version of the bill, rejects the original language, and reaffirms the bill is “duplicative, fundamentally flawed, and expensive.”

Carrillo, however, said she made these amendments as a way to hold county officials accountable. She told the Beat that the attention brought to the bill ultimately benefits the residents of East L.A., no matter who leads the study.

Who favors this bill?

Supporters of the bill include advocates calling for more transparency on tax revenue generated by the community. They’re also asking if an equitable share of county services are funneled back to East L.A.

Kristie Hernandez, a longtime community organizer and East L.A. resident, supports Carrillo’s efforts and said investments in the community should reflect the fact that the region is the largest unincorporated area in California. Hernandez said residents also have a hard time navigating county bureaucracy.

Business owners like Tony DeMarco gathered at Carrillo’s listening session in April in support of her bill. DeMarco stressed the need for more economic stimulation along Whittier Boulevard.

Other supporters include the East L.A. Coalition, Maravilla Community Advisory Committee, Los Angeles Lowrider Alliance and the Whittier Blvd Merchant Association of East Los Angeles, among others.

If her bill passes, Carrillo said it signals that “the state has invested in having the county report to the Legislature.”

“It starts off a process of real transparency and real local community voices being part of the process,” Carrillo said.

Who opposes it?

Solis and her office have been quick to publicly oppose the bill, noting that cityhood efforts have failed in the past. The supervisor has pointed to the LAFCO study that projected a massive deficit, concluding that the East L.A. area would not be able to adequately support services like a police force and fire department, things the county already provides.

Some East LA residents held signs voicing their opposition to the bill.

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Andrew Lopez

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Boyle Heights Beat

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LAFCO opposes Carrillo’s bill, according to its chief officer Paul Novak.

“We remain opposed to the bill, even in its amended version,” Novak told the Beat.

East Area Progressive Democrats representatives called the bill a “slapdash effort” in a letter addressed to the state Senate. They said the money to fund the study should instead go directly to residents.

Others in East L.A. fear a loss of community services and that their taxes could be raised if cityhood happens down the line. Some have shared those concerns on Solis’s Instagram page and during public comment during a County Board of Supervisors meeting in April.

Among other opponents of the bill are East L.A. Community Corporation, the City of Monterey Park, and dozens of other county, union and grassroots groups.

What happens next?

The seven members of the Senate Appropriations Committee will review the bill in August. The bill still needs to be voted on by the full legislature before heading to the governor’s desk for a signature or veto.

If the governor signs the bill, the county would be required to report its findings by March of 2025. If it fails, the county will still conduct its proposed cityhood feasibility study and report on county investments in East Los Angeles with results to be shared in the early fall.

At a community meeting on Saturday, July 27, Genesis Coronado, a renter in East L.A. said that even if the bill fails, it still spurred conversations about government transparency and holding elected officials accountable, things she marked as a win for all East L.A. residents.

The 2026 Milan Cortina Winter Olympics kicked off in Milan on Friday evening, local time. Athletes representing over 90 countries march into the San Siro stadium filled with thousands of spectators during the opening ceremony in Milan.

The performance paid homage to Italian music, art and culture with tributes to composers, visual artists and films in a colorful spectacle. Performers included Italian actress Matilda De Angelis, American singer Mariah Carey, Italian singer Andrea Bocelli, Italian rapper Ghali and Italian ballet dancers Antonella Albano and Claudio Coviello, among dozens of other dancers.

Here is a selection of images from the opening ceremony:

Italian ballet dancers Antonella Albano and Claudio Coviello perform during the opening ceremony.

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Wang Zhao

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Colorful dancers perform under large tubes of paint suspended above them during the opening ceremony.

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Gabriel Bouys

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Italian actress Matilda De Angelis (center) performs with dancers dressed as the three great masters of Italian opera: Giuseppe Verdi, Giacomo Puccini and Gioachino Rossini.

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Piero Cruciatti

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Mariah Carey sings during the opening ceremony.

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Wang Zhao

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Performers dressed in the colors of the Italian flag line up during the opening ceremony.

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Piero Cruciatti

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Members of The Corazzieri, the Italian Corps of Cuirassiers, raise the Italian flag during the opening ceremony.

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Wang Zhao

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Two performers are suspended between two large rings.

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Piero Cruciatti

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The Olympic Rings are revealed above dancers during the opening ceremony.

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Piero Cruciatti

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An aerial view of the athletes parading into the San Siro stadium.

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Antonin Thuillier

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Stoats Milo and Tina, the Paralympics and Olympics mascots, dance before the Olympic opening ceremony.

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Ben Curtis

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AP

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MILAN — During the first days of the 2026 Milan Cortina Winter Games, the long shadows of Jeffrey Epstein and Ghislaine Maxwell spread to touch the Olympic movement.

While in Milan, one of the top organizers of the 2028 Los Angeles Summer Games faced calls to step aside after his emails turned up in the latest tranche of Epstein documents released by the U.S. Justice Department.

"I will be in nyc for four days starting April 22...can we book that massage now," wrote Casey Wasserman in an email to Maxwell in the spring of 2003. A few days later, Wasserman said, "The only thing I want from Paris is you."

There's no indication of criminal wrongdoing in the emails, which were sent more than twenty years ago. But for a prominent figure like Wasserman, who heads an influential sports and entertainment agency, any association with the pair is fraught.

Maxwell was sentenced to 20 years behind bars in 2022 for conspiring to sexually abuse minors. Epstein died by suicide while awaiting trial in jail in 2019.

Wasserman has kept a low profile since news of his emails broke. He appeared publicly this week at a gathering of the International Olympic Committee (IOC) in Milan, where he touted progress developing the L.A. Games but didn't take questions from reporters.

In a statement, Wasserman said he never had "a personal or business relationship with Jeffrey Epstein" and he apologized for his flirtatious exchanges with Maxwell. "I am terribly sorry for having any association with either of them."

That hasn't quelled the controversy. A growing number of political leaders in L.A. have called for Wasserman to step down from his role as one of the leading public faces of the next Summer Games.

"Casey Wasserman should step aside immediately," L.A. City Councilmember Hugo Soto-Martinez said in a statement sent to LAist. "Anything less is a distraction and undermines efforts to make sure the Games truly reflect the values of a city that is for everyone."

L.A. city controller Kennith Mejia, who monitors the city's finances, said on social media that "Los Angeles cannot trust our financial future to someone connected with Jeffrey Epstein and Ghislaine Maxwell." Mejia added that "Wasserman must take accountability and resign."

Questions of Wasserman's future keep surfacing in Milan as the first sports competitions get underway. IOC chair Kirsty Coventry acknowledged at a press conference Thursday that she's been asked repeatedly about the scandal.

"Casey has put out a statement. I have nothing further to add on that," she said. Asked about the fact that Wasserman hasn't spoken directly with journalists, Coventry said, "I'll have them come find you guys and have a little chit-chat."

The head of the U.S. Olympic and Paralympic Committee, Gene Sykes, also faced repeated questions about the matter in Milan on Thursday.

"Casey's made a statement that reflects the perspective he has on what came to light, when the emails were released, with the rest of the Epstein file," Sykes told reporters. "We have nothing to add to that, his statement stands on its own."

Sykes went on to voice confidence in Wasserman's leadership. "I have more confidence today in L.A. 28's operational capabilities, its leadership, the quality of what its doing and how well they're executing than I've had at any point of time," he said, pointing to the L.A. bid's strong fundraising.

A long list of corporate executives, academic leaders, physicians, scientists, politicians, members of European royalty, and others, have been caught up in the Epstein scandal. A growing number of them have resigned, been fired, or been forced to step back from public life.

If you're wondering whether it is truly worth the $8 million to $10 million cost per 30 seconds to air a commercial during the Super Bowl, just ask the creative minds behind the pro-Jesus advertising campaign "He Gets Us."

According to Come Near, the group managing the "He Gets Us" campaign, after airing commercials in three previous Super Bowls, they have seen nearly 10 billion video views, more than 70 million visitors to their website HeGetsUs.com and an awareness of the campaign so high that 40% of adults in the U.S. now know about He Gets Us.

And they expect that awareness to only expand with their fourth Super Bowl ad this Sunday titled "More," focused on the pressures many feel in modern society to pursue more of everything.

"There's not a lot of moments like this. … We're looking for moments where people really congregate," says Simon Armour, chief creative officer for Come Near, which has crafted the "More" ad as part of a campaign called "Loaded Words." "We're constantly asking, 'Are we really meeting people where they're at?'"

Offering a distinctly non-commercial message in the middle of the world's biggest advertising showcase is certainly one way to stand out. But that's only one of the many messages featured in an event that set a record last year — and the year before — as the most watched single telecast in U.S. history.

A dive into the raft of ads airing in the Big Game that were released early, aimed at rocketing around social media to build buzz before their debut Sunday, revealed the typical mix of celebrities, nostalgia, special effects and bold humor we see every year.

New in the mix: A few efforts encouraging fans to build their own Super Bowl commercials, including an option from Uber Eats allowing users to make 1,000 versions of celebrity-filled ads and a contest sponsored by Artlist.io, an AI platform for video creation, offering $60,000 for the best subscriber-created spot.

And, as we have seen in recent years, there's a decided lack of commercials offering any kind of sharp social message. At a time when America seems more divided than ever, most advertisers don't seem keen on spending millions to address the social or political issues of the day.

Of course, the most impressive messages may not surface until the Big Game itself. But here's a look at some of the most interesting commercials unveiled in advance, offering a look at the bold swings marketers are about to take on the biggest stage in media.

Best use of a self-deprecating celebrity, Part 1: Raisin Bran's 'Will Shat'

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One of the coolest things in modern pop culture has been to watch Star Trek icon William Shatner morph from an overacting, self-serious stick in the mud into a goofy celebrity who begrudgingly accepts that it's better to play along with his peculiar kind of fame rather than resist it. The 94-year-old comes full circle with this ad for Raisin Bran that deftly spoofs both the result of eating all that fiber, Shatner's roots in science fiction and the scatological word game people likely have played with his last name for eons, introducing him in the commercial as a character named Will Shat. My favorite moment: when he looks over at a pet and asks, "Is that dog a Shih Tzu?" As a bonus, the Shat-man even made news in real life, when paparazzi thought he was eating a bowl of cereal while driving (he was actually posing for a photo shoot.)

Most touching reference to Big Brother: Ring's 'Search Party: Be a Hero'

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Tell people that video doorbell company Ring can remotely link a bunch of cameras to look for something, and many may wonder if they've stumbled into a George Orwell novel. But show people how Ring cameras can be tasked to help find some of the 10 million dogs who go missing every year — using its new, free Search Party feature — and you have a teary, sentimental spot for the Big Game that pulls on the heartstrings while downplaying any concerns about Big Brother invading their privacy (fear not, Search Party is a program you have to opt into).

Best argument to Hollywood for using AI: Xfinity's 'Jurassic Park … Works'

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Cool as it is to suggest that one tech geek from Xfinity could have kept all the dinosaurs from escaping Jurassic Park, the telecommunication company went one better in this ad – basically showing the potential for de-aging and computerized imagery in film by creating new scenes for the 1993 movie featuring stars Sam Neill, Laura Dern and Jeff Goldblum. In Xfinity's new spot, they're jogging with herds of dinosaurs and posing for pictures with a T. rex instead of running for their lives. Of course, a happy ending invalidates the film's whole "egotistical man shouldn't meddle with natural ecosystems he doesn't understand" message. But it will probably sell an awful lot of Wi-Fi service.

Best use of a self-deprecating celebrity, Part 2: TurboTax's 'The Expert'

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Adrien's Brody's over the top antics while portraying a TurboTax expert – despite the company's insistence that the program helps keep taxes "drama free" — is a delicious send-up of his own self-serious reputation. (My fave moment is when he screeches "If there's no drama, then there's no Adrien Brody!") It's almost enough to make you forget the record-setting arrogance of his way-too-long best actor acceptance speech at last year's Oscars ceremony. Almost.

Best headfake around men's silly sensibilities: Novartis' 'Relax Your Tight End'

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What's the best way to let men know there's now a less, um, invasive way of checking for prostate cancer than the old school finger method? This commercial, featuring football heroes like former New England Patriots tight end Rob Gronkowski and former Tampa Bay Buccaneers coach Bruce Arians urges men to relax their tight end — complete with shots that seem to depict that relaxation — thanks to the invention of a blood test to check for early signs. It's all a bit of cheeky good fun — OK, I couldn't resist that one — aimed at getting men to get over their hangups and get tested regularly for a disease that has an impressive survival rate if caught early.

Best use of class warfare: Hims & Hers' 'Rich People Live Longer'

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Fresh off a controversy from last year, which found the telehealth company criticized for not being fully transparent about the side effects of its weight loss drugs, Hims & Hers is back with a spot that declares "the wealth gap is a health gap." Rapper and actor Common provides the voice-over for this spot, which shows wealthy people accessing all kinds of treatments and preventive care as the narration notes, "all that money doesn't just buy more stuff — it buys more time." Watching a big corporation spend millions pitching its products as an affordable way to bridge that gap, at a time when medical expenses are one of the leading causes of bankruptcy in the U.S., feels a little odd. But it's also a stroke of genius.

Best parody of a competitor: Pepsi's 'The Choice'

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This spot, starting with a computer-generated polar bear getting confused after picking Pepsi over Coca-Cola in a blindfolded taste test, works in all kinds of ways. It pokes at Coke's longtime use of computerized bears in its own Big Game ads back in the day while indulging a bit of nostalgia. Extra points for a moment later in the ad that references the infamous Coldplay kiss cam incident and a cool cameo from impish director Taika Waititi.

Most questionable joke: DoorDash's 'Beef 101'

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In the ad, 50 Cent presents the latest iteration of his beef with Sean "P Diddy/Puff Daddy" Combs as an epic exercise in tongue-in-cheek trolling. He reaches into a DoorDash pouch to pull out a bag of Cheesy Puffs, a pack of combs and a bottle of cognac he says is "aged four years … or 50 months. Who's keeping count?" But I bet Combs, now sitting in federal prison after his conviction on prostitution-related charges, surely is. And those who recall the allegations of sex crimes and abuse which surrounded the Combs trial, might not find a commercial seeking laughs by referencing that traumatic situation to be much fun at all.

Most shameless pandering to bro culture: Bud Light's 'Keg'

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Football legend Peyton Manning, comic Shane Gillis and musician Post Malone seem mostly wasted in a nonsensical ad featuring an entire wedding party tumbling down a steep hill in pursuit of a single keg that fell off a dolly. Gillis gets the punchline, turning to the camera to say, "I give it a week," presumably in reference to the wedding. I'm betting most viewers forget about this uninspired ad even quicker.

Best use of a conspiracy theory I might actually believe: Uber Eats: 'Hungry for the Truth'

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This spot continues the concept Uber Eats floated in last year's Super Bowl ad, featuring Matthew McConaughey insisting the NFL organized this whole professional football thing as a ruse to sell more food. This time, he's torturing poor fellow movie star hunk Bradley Cooper — who mostly looks like he just wants to be seen wearing gear featuring his beloved Philadelphia Eagles — pointing out all the NFL players named after food. But when he shows Cooper that the NFL Hall of Fame building looks just like a juicer — gotta say, I was nearly convinced.